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Editor-in-chief | Yang Ming
Source | Jun Zhi Qing Zuo
With the rise of the new media environment, traditional marketing models are undergoing significant changes, and Disney's IP industry is constantly adjusting and evolving. In past successful cases, Disney's IP images usually injected creative content through traditional media such as movies or animations, establishing a strong story background and value core, and promoting them through derivative products. However, now with the popularization of digital media and the rise of social media.
Disney's IP industry marketing faces
New challenges and opportunities
1. Digital marketing strategy Shanghai Disney has begun to pay more attention to digital marketing strategies, interacting and communicating with audiences through digital channels such as social media platforms, official websites, and mobile applications. These channels can not only directly reach a large number of users, but also more accurately understand user needs and preferences, thereby adjusting marketing strategies and promotion plans.
Disney's official account Shanghai Disney Resort official App
2. User-generated content Disney encourages user-generated content, allowing users to share and spread their creative works related to Disney IP on social media platforms, such as painting, handicrafts, and cosplay. Such activities can not only increase user participation and sense of belonging, but also expand brand influence and user groups.
Xiaohongshu users cos Disney IP
3. Cross-border cooperation Disney has begun to engage in more cross-border collaborations with other industries, such as launching joint products or activities with e-commerce platforms, retailers, and film and television production companies. Such cooperation can expand brand exposure and attract more target audiences.
4. Personalized experience
Disney attracts users through personalized experiences, such as customized products and interactive experiences. Such experiences can not only increase user participation, but also improve user satisfaction and loyalty.
With the development of the new media environment, Disney's IP industry marketing is constantly changing and advancing, adopting more digital, personalized, and user-participatory marketing strategies to adapt to market changes and the ever-evolving needs of users.
Create unique characters
Highlight personalized features
From 2018 to the present, the successful out-of-circle case of Lina Belle has shown us the further possibilities of IP image marketing in the new media environment. They are completely different from the previous Disney IP dissemination model, closer to the current concepts of "traffic stars" and "fan circles." They "do not rely on single, classic film and television works, but on their powerful ability to dominate the screen. Due to the promotion of some enthusiastic fans." The introduction of the concept of traffic stars compares IP images such as Lina Belle to "traffic stars," which is a wonderful point of view. This means that they are not just traditional characters or images, but stars with strong appeal and influence. At the same time, ensure that Lina Belle's image is cute and charming, and has an eye-catching appearance and unique features. Such an image is more likely to be loved by young audiences, thus becoming the focus of the "fan circle." This concept has been fully reflected in the new media environment, and its unique ability to dominate the screen has attracted a large number of users' attention and participation. Lina Belle in Shanghai Disney has its own characteristics in terms of emotion and value:
Lina Belle:
Emotional value: Lina Belle is a fox, and her image represents gentleness, wisdom, and care. She often shows concern and consideration for others, as well as her emphasis on friendship and family. Therefore, the emotional values she represents include friendship, family affection, and understanding.
Target audience: Lina Belle's image is more likely to attract family audiences and those who value interpersonal relationships and emotional connections. Her gentleness and care can touch the hearts of the audience, especially those who hope to find warmth and comfort in a noisy world.
It is worth noting that the richness of Shanghai Disney's IP image is not limited to online display, but also lies in the role-playing of Disney park staff offline. Through online and offline collaboration, these images are presented more fully and vividly, and also give these virtual characters without a story background more story. This cross-border cooperation makes image creation more three-dimensional, allowing consumers to feel the consistent image shaping online and offline, and then freely immerse themselves in the story of this virtual world.
In summary, the creation of Shanghai Disney's IP image is not simply the design of the appearance, but also the conveyance of the brand's core values. Through the cooperation and promotion of Disney parks, social media, and other channels, these images are constantly enriched and dynamically developed, providing consumers with a more colorful experience. This innovative marketing method not only makes consumers more involved, but also injects new vitality into the continuous development of the Disney brand.
Shanghai Disney IP can be independently launched
The reason why it attracts people's attention
The reason why Disney IP can be independently launched and attract people's attention is due to the combined effect of factors such as their distinct visual appeal, social media dissemination, cross-media promotion, emotional resonance, and personalized experiences. These factors enable modern IP to stand out and gain attention and success independently of traditional story backgrounds.
1. Visual appeal:
Many IPs have distinct visual styles and unique character designs. These characters or images themselves are very attractive. For example, cute animal images or unique artistic styles can quickly catch people's eyes.
2. Social media dissemination:
Today's social media platforms make information dissemination more convenient and widespread. Through appropriate publicity and marketing strategies, IP can quickly spread on social media, attracting more attention and participation.
3. Cross-media Promotion:
Many IPs are not just single-form products or media content, but rather a vast IP ecosystem formed by cross-media promotion, such as movies, TV series, games, comics, toys, and other forms of products and media content complementing each other, thereby attracting a wider target audience.
bilibili Disney game trailer
4. Emotional Resonance:
The characters or storylines in IPs often touch people's hearts, evoking emotional resonance. Some IPs may be based on simple yet genuine emotional stories that can move the audience, causing resonance and attention.
5. Personalized Experience:
Modern IPs increasingly emphasize the personalization and interactivity of user experience, attracting more consumers through personalized products and services such as customized goods and interactive experiences.
In the new media age, the importance of user participation is increasingly prominent
. Through social media platforms and other channels, users can directly participate in the dissemination and shaping of IP images, thereby deepening their sense of identification and loyalty to the IP. The dynamic growth of IP images is different from the static gameplay of previous fixed stories. IP images such as Lina Bell have shown the characteristics of dynamic growth. In the new media environment, IP images can constantly enrich themselves, generate new ideas, interact with users, adapt to different cultural and social needs, and thus maintain their lasting vitality and attractiveness.
Disney's new approach to IP image marketing not only reflects its adaptability to the new media environment, but also stems from its deep accumulation in the cultural industry over the years. Through continuous innovation and experimentation, Disney has successfully created influential and attractive IP images, adding value to the brand. The successful marketing of Disney IP images in the new media environment not only reflects the brand's innovation and adaptability, but also highlights the importance of user participation and resonance. Through continuous innovation and experimentation, Disney has successfully created influential and attractive IP images, adding value to the brand.
